“Uncertainty & frustration”: WestJet strike countdown puts advisors on edge, execs sound off

This story was updated on Friday, July 31 at 3:03 p.m. EST

It’s crunch time.

Travel advisors are bracing for a possible disruption as the dispute between WestJet and its flight attendants entered a critical phase on Thursday (July 30) after the Canadian Union of Public Employees (CUPE) issued a 72-hour strike notice.

“We've received a significant number of calls from clients regarding the potential strike,” said Nova Scotia-based Adam Taylor, founder of Altitude Travel, an affiliate of Envoyage, in an email to PAX Friday morning (July 31).

“Most conversations have centred around contingency planning, with many travellers looking at alternative flight options in case a work stoppage occurs.”

WestJet responded with a 72-hour lockout notice, raising the prospect of a work stoppage involving approximately 4,400 cabin crew members.

READ MORE: WestJet, CUPE issue 72-hour notices; work stoppage possible Aug. 2

The notices triggered a 72-hour countdown while negotiations continue.

Unless the two sides reach a tentative agreement, the earliest a strike or lockout could begin is Sunday (Aug. 2) at 12:01 a.m. MT (2:01 a.m. ET).

However, talks could continue beyond the deadline if progress is being made.

“A great deal of uncertainty & frustration”

Travellers caught up in the uncertainty are responding in different ways, Taylor said.

“We're seeing a mix of approaches from clients,” he said. “Some are choosing to wait and see whether the strike will actually impact their travel plans before making any changes. Others are proactively securing backup arrangements that can be cancelled or held as a travel credit if they ultimately aren't needed.”

Overall, there’s “a great deal of uncertainty and frustration,” both from travellers and across our industry, Taylor said.

“Our focus has been on providing clear information, managing expectations, and helping keep panic to a minimum while we wait for more certainty,” he said.

Both WestJet and CUPE said bargaining remains ongoing. The airline said it continues to negotiate in hopes of reaching an agreement, while the union also confirmed discussions are continuing.

READ MORE: TICO outlines protections for WestJet, Sunwing vacation customers amid strike threat

By Friday afternoon, WestJet announced that it had begun to park 737 aircraft because the negotiations "have not resulted in an agreement," the airline wrote in a press release. 

“This necessary step allows the airline to maintain operational control and protect the integrity of the broader network. Most importantly, this proactive measure minimizes the risk of stranding guests and aircraft," the airline said. 

WestJet Encore flights operated on a Q400, as well as codeshare flights operated by airline partners, remain unaffected, the airline noted.

Flexible change policies

In anticipation of a disruption, WestJet, as previously reported, introduced a flexible travel policy allowing guests travelling between July 30 and Aug. 4 to make a one-time change or cancellation without fees.

If cancellations or delays occur, affected passengers will either be refunded or rebooked, depending on their fare type.

READ MORE: Air Canada to accommodate WestJet passengers as potential strike looms

Customers who purchased PremiumFlex or BusinessFlex fares, as well as premium and business travellers flying between Canada and Asia, are eligible for refunds to their original form of payment. Other eligible passengers will receive travel credits.

The WestJet Group also confirms that it will be protecting travel advisor commissions on vacations packages. 

The impact

The situation arrives ahead of a busy holiday weekend, when travel demand is expected to surge.

WestJet says it operates more than 600 flights daily, carrying upwards of 70,000 passengers on peak travel days.

Industry experts say a work stoppage at the height of summer could cost the airline millions of dollars.

READ MORE: WestJet begins parking 737 aircraft ahead of possible strike

For agencies like Altitude Travel, the impact has been “particularly significant” because it manages a large corporate travel portfolio, including many clients travelling to and from Western Canada, said Taylor.

“Any disruption to WestJet's network has the potential to affect business travel, meetings, and project schedules, creating a ripple effect that requires considerable time and resources to manage,” he said.

Additionally, given WestJet's extensive presence in Halifax, any service disruption would have a “noticeable impact” on travellers in Atlantic Canada, where alternative options can be more limited than in larger markets, Taylor said.

“Thinking through every possible scenario”

Ontario-based travel advisor Yusuf Çeltikoglu of Trevello Travel Group doesn’t have any clients impacted by the potential strike.

“As soon as the possibility of a strike was announced, I contacted my client to explain the situation, discuss the possible scenarios, and make sure they understood their options. We've been in regular communication ever since, so they have felt informed and supported throughout the process,” Çeltikoglu told PAX on Friday.

The uncertainty, however, has been “the most challenging part.”

“As a newer advisor, I found myself thinking through every possible scenario and how I would help my client if flights were disrupted,” said Çeltikoglu. “While it has been a stressful experience personally, it has also reinforced the importance of being proactive, staying informed, and maintaining close communication with clients.”

“Why travel advisors matter”

Alberta-based travel advisor Wendy Sung, owner of Kayton Travel, also a Trevello affiliate, said she has taken a proactive approach, reaching out to clients before disruptions occur and helping them weigh their options.

In an email to PAX on Friday, Sung said she began contacting travellers with upcoming WestJet bookings, explaining contingency plans, well before the departure dates.

She said the situation has created opportunities to educate clients about the importance of travel insurance, including policies that may offer strike-related protection or more comprehensive Cancel For Any Reason (CFAR) coverage.

READ MORE: WestJet CEO disputes flight attendants' unpaid work claims ahead of possible Aug. 2 strike

In some cases, clients have opted to avoid the uncertainty altogether. Sung recently helped one traveller switch from WestJet to another airline, despite higher fares and less convenient connections, because "the client felt the added cost was worth the peace of mind."

She's also been assisting travellers who booked independently.

One customer travelling during the potential strike period ultimately decided against purchasing a costly backup flight and instead planned to cancel and accept a travel credit if a strike occurred.

The experience underscored the value of travel insurance, Sung said, noting the client has since booked another trip through her and made insurance a priority.

Although she doesn't currently have any WestJet clients in destinations, Sung said her strategy would remain the same if that changed.

"The key is staying informed, thinking several steps ahead, and preparing solutions before clients need them," she Sung. "Travellers are looking for guidance and reassurance, and that's where experienced advisors bring tremendous value."

She believes labour disruptions also reinforce the importance of the travel advisor's role.

“Travel disruptions remind people why travel advisors matter,” said Sung. “We can't prevent a strike, but we can help clients understand their options, make informed decisions, and navigate uncertainty with far less stress than if they were managing it alone.”

No panicking

TRAVELSAVERS Canada says travellers are concerned, even if widespread cancellations have yet to materialize.

Jane Clementino, senior vice president and general manager, Canada, says the consortium isn't seeing a significant wave of cancellations or postponed trips, but advisors are fielding more questions from clients and spending considerable time reviewing itineraries, discussing contingency plans and providing reassurance in the event of disruptions.

The uncertainty is also causing some travellers to delay booking decisions as they weigh concerns about potential fare increases or becoming stranded if a strike occurs, she said.

“Even if they haven't changed their travel plans yet, they're looking for guidance and peace of mind,” said Clementino. “That's where travel advisors really prove their value. They're helping clients understand their options, monitoring developments closely and preparing alternative plans should travel be disrupted.”

While the situation has drawn comparisons to last summer's Air Canada flight attendant strike, which left some 500,000 customers stranded around the world, Clementino said there is no sense of panic among advisors.

“Advisors are staying focused on what they do best: communicating proactively, monitoring the situation closely and helping travellers make informed decisions,” she said. “The travel industry is remarkably resilient, and that resilience comes from the people behind it.”

Clementino acknowledged the timing is frustrating though, coming during one of the busiest travel periods of the year as agencies enjoy stronger summer demand.

“It's adding pressure to advisors' day-to-day workloads, much of which happens behind the scenes and isn't compensated,” she said.

That said: the industry is leveraging the experience gained from last year's disruptions and is well prepared to respond if travel plans are affected, Clementino noted.

“Advisors appreciate the information shared so far and, most importantly, are ready to help travellers navigate whatever comes next,” she said.

“Minimal cancellations”

In an email to PAX on Friday, Christine James, vice president for Canada at Travel Leaders Network, said conversations with vacation package suppliers suggest "minimal cancellations” at this point.

“Some passengers are taking advantage of the flexible booking options being offered,” she said.

On the WestJet airline side, it's “no surprise” that the cancellation and rebooking rate would be higher, she added.

“That said, our suppliers remain optimistic that an agreement will be forthcoming to prevent disruption,” James said.

“My heart goes out to our members having to deal with accommodating their clients but I’m confident that the resilience they have shown in dealing with similar challenges in the past will prevail.”

Union pushes for changes

The dispute follows a decisive strike mandate from WestJet flight attendants earlier this month.

On July 15, CUPE announced that members had voted 99 per cent in favour of strike action, with more than 97 per cent participation.

Following the required cooling-off period, the union became legally positioned to strike as early as Aug. 2, which falls on the long weekend in most of Canada.

The union has also ramped up its public campaign, holding rallies across the country on July 14, including a gathering of roughly 250 flight attendants outside WestJet's Calgary headquarters.

Much like last year's Air Canada labour dispute, one of the key sticking points in negotiations with WestJet's flight attendants is how cabin crew are compensated.

The union argues its members perform significant amounts of unpaid work (up to 35 hours each month), making the issue a loaded topic in contract negotiations.

WestJet disputes that characterization, saying flight attendants are compensated for ground duties and other non-flying responsibilities through its "credit hour" pay system.

According to the airline, flight attendants earn between $28.45 and $53.61 per credit hour. One credit hour is equivalent to roughly 1.5 duty hours, a structure WestJet says results in higher overall compensation.

The airline says that under this model, a flight attendant who works about 1,440 duty hours annually would be paid for 960 credit hours.

The union, however, contends the system leaves members uncompensated for portions of their workday and is pushing for changes at the bargaining table.

“Reach an agreement,” says the CFIB

On Friday, the Canadian Federation of Independent Business (CFIB) issued a statement, calling for the two sides to reach a deal.

"A work stoppage, especially during one of the busiest travel weekends of the summer, would have major consequences for Canada's transportation network and for the hundreds of thousands of small businesses counting on the critical summer tourism season,” said Dan Kelly, president of the CFIB.

“Our research shows that one-third of all small businesses rely on summer tourism for their revenues. Even a short disruption could have a significant impact on business plans. A prolonged one that eliminates travel for half the summer would be devastating.”

“We are calling on WestJet and the union to reach an agreement and avoid any disruption to service.”

“If they're unable to do so, Ottawa must be ready to intervene and avoid the economic damage a work stoppage in the heart of tourism season would have on Canada's economy."

A positive sign?

One labour expert, however, sees a reason for cautious optimism.

Speaking to the Toronto Star recently, York University labour studies professor Steven Tufts said the absence of public sparring between the two sides could be an encouraging sign.

“If they’re not yelling at each other with duelling press conferences today and tomorrow, they’re probably closer to a deal than we think,” said Tufts.

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